Insight & Trends
Strategy Documents
I37/2014

Communications

A new way of doing advertisement:
Branded Content.
Are enter...
A new way of doing
advertisement:
Branded Content.

Graph 1: Effectiveness of branded content
100 %

Branded content is mo...
A new way of doing
advertisement:
Branded Content.

InReel Experiences, theater
4.	 Games: advergames, mobile apps…
5.	 Mu...
Leading by

reputation

©2014, Corporate Excellence - Centre for Reputation Leadership
A foundation established by major c...
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A new way of doing advertisement: Branded Content.

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Are entertainment formats prevailing to traditional advertisement? What is the best way to connect relevant content with messages?
TV producers, advertisement agencies, media agencies, information and entertainment channels, media and especially big advertisement companies are looking for a new way to go beyond fixed formats. Recovering audience attention and interest is a must (and something not easy at all in the middle of a crisis.) Advertisement investment is clearly decreasing; on the other hand, digital content and the power of social networks is rising as never before.

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A new way of doing advertisement: Branded Content.

  1. 1. Insight & Trends Strategy Documents I37/2014 Communications A new way of doing advertisement: Branded Content. Are entertainment formats prevailing to traditional advertisement? What is the best way to connect relevant content with messages? TV producers, advertisement agencies, media agencies, information and entertainment channels, media and especially big advertisement companies are looking for a new way to go beyond fixed formats. Recovering audience attention and interest is a must (and something not easy at all in the middle of a crisis.) Advertisement investment is clearly decreasing; on the other hand, digital content and the power of social networks is rising as never before. Product placement was a tendency used some years ago consisting in intentionally introducing products in TV shows, music videos or movies. Brand placement was then introduced –same technique, but using a specific brand and showing its logo accidentally or obviously. Now is time for Branded Content: brands and their products/services are incorporated in content and visual fiction (content is received as part of programs and not as promotion or advertisement.) Branded Content transforms and inverts the relationship consumer-brand. Branded Content is the new tendency in brand communication management. It incorporates brand messages –in the form of content– into the media. There are clear reasons that explain the rise of this new discipline; there is an increasing need to avoid conventional advertisement interruptions, to get audiences engaged and connected; there is also a necessity for media to open to new ways of collaboration where advertisement and content are incorporated. Being part of something: a necessity According to Macarena Rey, CEO at Shine Iberia –TV producer specialized in branded content– being part of an experience, feeling identified with something or someone and been able to share those experiences with friends and family is now one of the most demanded things by consumers. There is a necessity for a deeper relationship with brands. Branded content is indeed much more effective than those traditional advertisement tendencies (ads on newspapers, magazines, TV, as well as other disciplines such as direct marketing or public relations) according to the study on media spending carried out by ContentWise and the Custom Content Council in November 2011. Branded Content establishes a more direct relationship between consumers and brands. It allows people to feel part of the experience that is being shared. According to Macarena Rey, “it is easier to understand and incorporate a story if it is you –or someone like you– who is taking part in it.” Before choosing a branded content strategy, it is vital to understand 4 key ideas: This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Macarena Rey, CEO Shine Iberia, about brand content during the “I Jornadas de Innovación y Comunicación: Arriesgar y Perseverar” organized by the Communications and Brand Innovation Laboratory at the BBVA.
  2. 2. A new way of doing advertisement: Branded Content. Graph 1: Effectiveness of branded content 100 % Branded content is more effective Branded content is less effective 80 % 72 % 69 % 69 % 62 % 60 % 38 % 40 % 31 % 28 % 31 % 20 % 0% “Branded Content establishes a more direct relationship between consumers and brands. It allows consumers to feel part of the experience that is being shared. ” Advertising in a magazine Advertising on television Direct mail Public relations Source: Spending Study, Custom Content Council in partnership with ContentWise, Nov 2011 based on stories that can be seen and experienced as personal stories. 1. Properly choose the content to be connected with the brand. 2. Build pulling-power concepts. 3. Be clear about your ideas before working on them. 4. Evoke strong and lasting feelings in the audience. Stories should be based on real or fiction people’s life stories. Consumers have to become the protagonists and not brands –as traditional advertisement does. Branded Content radically changes the traditional communication strategy; consumers are now the core of communication. A new Storytelling Branded Content is under the more extensive concept named branded entertainment where a brand is incorporated into a format; something that was already implemented in the product placement or brand placement tendencies, although in these two cases the brand was incorporated into something previously created like a TV show, movie, etc. Branded Content goes a step further. Content –and sometimes even format– is created in order to respond to audience’s passions. Content –messages– should establish a relationship with the public; it has to be Going beyond the audio-visual Branded Content is used in audio-visual channels, as well as other formats. We can distinguish 6 different main types: 1. Audio-visual: TV shows, reality shows, short shows, sponsored shows, stream TV as well as online TV channels. 2. Digital: social platforms, smartphones and webs. 3. Events: sport, guerrilla performances, Graph 2: Branded content Web TV Web Series Video Magazine Real TV Sponsored short programs InReel Experience Sports Guerilla performances Theatre Experiental website Audiovisual Social Platform Interactive experience Interactive & mobile devices Brand(ed) Content Events Books Magazines Source: Communications Digital Print Music Games Advergames Serious games Mobile App Casual games Sponsored artists Live Clips and Brand Innovation Conference, BBVA, 2012. Insights & Trends 2
  3. 3. A new way of doing advertisement: Branded Content. InReel Experiences, theater 4. Games: advergames, mobile apps… 5. Music: sponsored magazines, live concerts or music videos. 6. Print: magazines and books. Many of these channels help consumers to get engage with content throughout blogs, networks or apps. Consumers get to content through multiplatforms or transmedia. And as a result, consumers become the channel themselves, they serve as message transmitter. Original content. Original Brand. “Branded Content radically changes the traditional communication strategy; consumers are now the core of communication.” Branded Content does not use logos –oppositely as it does product/brand placement. It creates original and changeable content, as well as characters, scripts and performances. Branded Content can entertain by itself, and it can be consumed online. Original content denotes, therefore, original brands in the way it reaches audiences. It has an effect – scientifically tested– at a psychological level: mind reminds and it develops a deeper emotional process; it is able to repeat a stimulus that is considered to be totally new, unexpected and original. The surprise factor helps content to be positively remembered oppositely what it happens when the consumer anticipates what is going to occur (what happens in traditional advertisement.) It is important to naturally incorporate brand into content. The relation should be positive and right focused. The content should rapidly move in a 360º multi-platform. The consumer assumes the role of transmitter favouring the content dissemination. On the other hand, if the content incorporation is subtle and mostly unnoticed by audiences, or on the contrary, if it is too obvious or not noticeable by audiences, the Branded Content strategy would fail. These are some of the most noticeable differences: Traditional Advertisement Branded Content Brand creates messages Brand creates original content Brand pulls messages Consumer finds content Brand looks for consumers Consumer looks for brands Brand buys spaces Brand creates spaces Consumer runs away from advertisement Consumer looks for enjoyment Brand is boring and bothers Brand entertains Brand pushes Brand pulls Branded Content improves the self-centred brand communication vision. Branded Content proposes a real brand vision with a story that evolves. Therefore, brands can rebalance the respectful relationship with consumers –brands do not have to pull but entertain–, they should propose relevant content and should not forget to incorporate remembrance aspects in the stories –this way brands can get into people’s life stories and no the other way around. In short, Branded Content is an exercise that has to bring back a more balanced relationship between consumer and brand. It is a new way to make branding from the core of the brand, offering creativity and original content to the audience. Conclusion: those big differences Over the last years, traditional advertisement has decreased its influence due to media shift and the overuse of conventional methods. There has been a shift in the relationship between consumer and brand where the control has moved from brand to consumer. Brands have to adapt to the new paradigm and reinforce their communication strategies. Insights & Trends 3
  4. 4. Leading by reputation ©2014, Corporate Excellence - Centre for Reputation Leadership A foundation established by major companies aiming to excel in the management of intangible assets and facilitate promotion of strong brands with a good reputation and a capacity to compete on the global markets. Our objective is to become the driving force, which would lead and consolidate professional reputation management as a strategic asset, fundamental for building value of companies around the world. Disclaimer This document is a property of Corporate Excellence – Centre for Reputation Leadership developed with an objective to share business knowledge about management of reputation, brand, communication and public affairs. Corporate Excellence - Centre for Reputation Leadership is the owner of all rights related to the intellectual property on images, texts, drawings or any other content or elements of this product. Corporate Excellence - Centre for Reputation Leadership is the holder of all necessary permissions for the use of the document and therefore any reproduction, distribution, publishing or modification of the document without its express permission is prohibited.

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